Abstract
This work analyzes the advertising of fragrances from the point of view of the art direction and the advertising message. For this, the theoretical bases that define the analysis variables in terms of the elements of the visual and audiovisual composition have been studied first. From there, an analysis of the content of the audiovisual advertising of the ten best-selling perfumes according to the Modaes.es magazine, found on the YouTube platform from 2010 to 2017, is carried out. This analysis is inspired by the Digital Documentary Fund of Advertising, FONS [2]. Analysis tool that offers a series of categories and variables typical of graphic communication. Taking this instrument as a reference, these categories and variables have been adapted to the scope of perfume advertisements. It concludes with the elaboration of a style book, that visually introduces the pattern of the graphic and audiovisual codes used in the art direction of audiovisual commercials of fragrances.
| Translated title of the contribution | Communicating through seduction :: analysis of art direction in perfume advertising |
|---|---|
| Original language | Spanish |
| Pages (from-to) | 0053-62 |
| Number of pages | 10 |
| Journal | Grafica (Bellaterra) |
| Volume | 7 |
| Issue number | 13 |
| DOIs | |
| Publication status | Published - 2019 |
Keywords
- Dirección de arte
- Diseño gráfico
- Lenguaje audiovisual
- Anuncios publicitarios
- Marcas
- Trabajo de fin de grado
- Direcció d'art
- Disseny gràfic
- Llenguatge audiovisual
- Anuncis publicitaris
- Perfums
- Marques
- Treball de fi de grau
- Art direction
- Graphic design
- Audiovisual language
- Advertisement
- Perfumes
- Brands
- Final degree project
Fingerprint
Dive into the research topics of 'Communicating through seduction : analysis of art direction in perfume advertising'. Together they form a unique fingerprint.Cite this
- APA
- Author
- BIBTEX
- Harvard
- Standard
- RIS
- Vancouver